Hamleys headed for Mirdiff

Mirdiff City Centre set to get the mega toy brand.

Retail Arabia's managing director and CEO Nabil Daud has revealed it will open a Hamleys store at Dubai's Mirdiff City Centre next year.

The flagship store at the Dubai Mall, which opened last month, has differentiated itself from rivals in the market by offering "more than a toy store; it's a toy emporium where children can play with their favourite toys and be marvelled by the live and interactive demonstrations of more than 100,000 toys which are on display," he said.

Staff training has been critical to the "phenomenal success" achieved at the store since its opening. "We brought key members of the London Hamleys team to help train the team to the same standard as the original Hamleys. Toy demonstrations are very important too, they add an element of theatre to the experience, making it so much more than a store," he said.

"It has been very important for us to capture the magical atmosphere of the Hamleys brand so we have introduced exciting elements into the store like the giant-sized dollhouses, the bike racing track, the car dome and the mini replica of Regent Street to help create this," he added.

To keep the store experience "fresh and new", the company will roll out regular events, combined with the magic shows and performers within the "fun environment," he revealed.

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